Not-For-Profit Out of Home Series

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Distinction

Leaf Fans

FKA

See Project

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Young Again Never Again

TBWACanada

See Project

Distinction

Leaf Fans

FKA

Client - Waste Free Edmonton

Creative Director - Jeff McLean
Associate Creative Director - Krystin Royan
Art Director - Elliott Kuss
Strategist - Keandra Lucki
Vice President, Service Delivery - ÉMILIE HAYES
Director of Media Services - Tania Nease

Teaching Edmontonians that raking fall leaves is wrong? Tough. Getting their attention at the start of hockey season? Even tougher. So, we tapped into the one thing as strong as our love for the Oilers—our hatred for the Toronto Maple Leafs. How? By daring diehard Oilers fans to do the unthinkable: become Leaf fans.

The campaign’s first phase involved out-of-home advertising to raise eyebrows, gain earned media coverage and drive traffic to a landing page that educated Edmontonians on the environmental benefit of mulching fallen leaves into their lawns.

Distinction

Young Again Never Again

TBWACanada

Client - Liberation75

Chief Creative Officer - Adam Reeves
Executive Creative Director - Eva Polis
VP, Design Director - Howard Poon
Design Director - Adnan Huseinovic
Senior Art Director - Dax Fullbrook
Graphic Designer - John Naboye
Digital Design Lead - Hilary Zak
Senior Copywriter - Eva Polis
Copywriter - Paul Lemmerick
Digital Strategist - Bronson Petrovic
Group Account Director - Denise Williams
Account Executive - Zech Del Rosario
Director Of Production - Debbie Shinehoft
Senior Production Artist - Dale Spychka
Director of Program Management - Sean Kopen
VP, Media Director - Kathy Shapka
AI Specialist - George Strakhov
Production - Radke Films
Visual Effects - Framestore
Production - Company3
Casting - Jigsaw Casting
Editor - Kylie Kumar
Editor - Melanie Snagg
Editor - Jason Taylor
Editor - Mark D'Amico
Sound Design - Eggmen
Music - The Ski Team
Photographer - Justine Apple Photography
Website - Flip9
PR - The Narrative Agency

Liberation75 is a not-for-profit organization dedicated to teaching the lessons of the Holocaust. They found 1/3 of North American kids think the Holocaust was exaggerated, fabricated or aren’t sure it happened. To make survivor’s stories relatable to kids, we made them young again through A.I. They retold their stories as their younger selves and became our most powerful influencers used to lobby politicians to mandate Grade 6 Holocaust education. We used videos, posters, direct mail and learning modules for teachers to reach the ultimate goal of influencing a kinder world for all people.

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